Mock Test for Tutors & Students to Practice

1.

You are preparing a combination of products, services, information, and experiences

to a market to satisfy needs and wants. What are you preparing?
A. value proposition
B. demand satisfaction
C. tactical plan
D. marketing offer
E. strategy

2.

Marketing managers are concerned with ways to deal with demand. They may need to
find, increase, ________, or even ________ demand.
A. avoid; slow
B. change; reduce
C. maximize; change
D. change; modify
E. maintain; ignore

3.
A.
B.
C.
D.
E.

Marketing that is customer driving usually works well when ________.

a clear need exists, and customers are easy to identify
customers know what they want and can afford it
a firm can deliver the goods desired and customers are thoroughly researched
a firm understands customer needs even better than the customer does
a want exists and the customer cannot afford it

4.

Starbucks Coffee also sells and plays compilation CDs and supports its own
satellite radio station. This represents which strategy for growth?
A. product development
B. market development
C. market penetration
D. diversification
E. all of the above

5.

When we practice ________, we arrange for a product to occupy a clear,

distinctive, and desirable place relative to competing products in the minds of target
consumers.
A. penetration
B. market positioning
C. target segmenting
D. repositioning
E. product distribution

6.

Your competitor may reveal intelligence information through which of these sources
of information?
A. Annual reports
B. Trade show exhibits
C. Web pages
D. Press releases
E. All of the above

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7.

Which of the following is often the hardest step in the marketing research
process to take?
A. Defining the problem
B. Defining the research objectives
C. Defining the problem and research objectives
D. Appointing a research agency to help
E. C and D only

8.

Your assistant wants to use secondary data exclusively for the current research
project. Which of the following is a reason why this may be a poor idea?
A. It may not exist.
B. All of the needed data is rarely available.
C. It is generally more expensive when purchased from the government.
D. All of the above
E. A and B only

9.

When people are unwilling or unable to provide information, marketers turn to the use
of this method of research.
A. Observation
B. Focus groups
C. Personal interviews
D. Fax surveys
E. Questionnaires

10.

Mark E Ting regularly conducts online marketing research at work. He has found that
it has several advantages over traditional methods. Which of these is NOT an advantage?
A. Respondents tend to be more honest.
B. It is more cost efficient.
C. Report generation turnaround time is much quicker.
D. There is greater personal interaction.
E. None of the above.

11.

A buyers decisions are influenced by personal characteristics such as all of the

following EXCEPT the ________.
A. buyers occupation
B. buyers age
C. buyers life-cycle stage
D. buyers economic situation
E. buyers age at retirement

12.

To marketers, more important than reality is ________, the process by which people
select, organize, and interpret information to form a meaningful picture of the world.
A. personality
B. perception
C. selective group
D. habitual behavior
E. assessment

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13.

With habitual buying behavior, buyers are not highly committed to any brand;
marketers of low-involvement products with few brand differences often use
________ and ________ promotions to stimulate product trial.
A. belief; attitude
B. learning; attitude
C. price; sales
D. culture; learning
E. impulse buying; end-of-aisle

14.

Generally, the consumers purchase decision will be to buy the most preferred brand,
but two factors can come between the purchase intention and the purchase decision. What
is one of these factors?
A. Postpurchase behavior
B. Attitude of others
C. Cognitive dissonance
D. Habitual buying behavior
E. Impulse buying

15.

The decision-making process consists of need recognition; information search;

evaluation of alternatives; and decision making. The corresponding consumer
behaviour theories that will be largely employed at each of these stages are
__________________________.
A. personality; perception; attitude; personality
B. motivation; perception; attitude; attitude
C. psychographics; perception; perception; attitude
D. perception; personality; perception; attitude
E. motivation; psychographics; perception; attitude

16.
A.
B.
C.
D.
E.
17.

Marketers engage in segmentation because ______________

it is an outgrowth of being marketing oriented and it helps to identify opportunities
it provides rich information about customers
its job creation allows for market expansion
All of the above
A and B only

Certain factors need to be considered as to which targeting strategy to adopt. These

include _____________________________.
A. how much resources the company has
B. the marketing strategies adopted by competitors
C. the life cycle stage the product is in
D. All of the above
E. A and B only

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18.

Individual
branding
allows
for
___________________
but
____________________.
A. less need to maintain consistent quality across brands; possibly more competition
among brands within corporate portfolio
B. no association in case one brand fails; does not allow for corporate career progression
C. capitalizes on corporate reputation; incurs high costs in promotion
D. independent strategic decisions; less control over distribution
E. B and D only

19.

Undifferentiated marketing is superior to differentiated marketing because

_____________.
A. costs is likely to be lower
B. possibility of oversegmentation is minimized
C. everyone is catered for
D. All of the above
E. A and B only

20.

Coffee Bean & Tea Leaf can expand its business by varying its consistency. This
means selling ________________.
A. A variety of coffee flavors
B. Different types of tea chilled, blended, hot
C. Ice creams, in addition to its current offer of cakes, muffins, coffee, and tea
D. Expresso machines in addition to its cakes, muffins, coffee, and tea
E. (b) and (d) only

21.

For market-penetration pricing to work, all of the following conditions exist EXCEPT
________.
A. a highly price sensitive market
B. production costs must fall as volume increases
C. the product must be price inelastic
D. low price must deter competition
E. the marketer must be able to maintain the low price level

22.

A challenge for management in product line pricing is to decide on the price steps
between the ________.
A. various products in a line
B. product mixes
C. product groupings
D. product lines
E. various target markets

23.

Mark E Ting decides to market his services as a fortune teller to Business

students regarding their career prospects. Students will have to provide information
to Mark E Ting for him to deliver a good fortune-telling service. The quality of his
service is variable because it _________________.
A. depends on whether he is in a good mood or not
B. depends on how much input is furnished from the student customer
C. cant be seen, touched, tasted, or smelled
D. cannot be stored or inventoried
E. A and B only
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24.
A.
B.
C.
D.
E.
25.

Companies engage in individual brand naming because ________________.

it is relatively more economical than family brand naming
it makes for a more efficient marketing program
some cannibalization can encourage brands to work harder and get more market share
from non-company brands
it wants to capitalize on past reputation of corporate head office
it wants to maintain consistent quality

Developing successful new products is an important marketing function because

______________.
A. R&D is exorbitant
B. where is a shortage of good new ideas
C. markets are becoming smaller with different needs and wants
D. increasing constraints imposed on what products can be introduced
E. All of the above

26.
A.
B.
C.
D.
E.

Which of the following is NOT true as a product progresses in its life cycle?
There will be product and brand proliferation
Distribution becomes more and more selective
Price penetration becomes increasingly practiced
Promotion strategy moves from push to pull
All are true

27.

Singapore Airlines minimizes variability in its service quality

____________________.
A. regulating the number of passengers in a plane through pricing differences
B. making the service as tangible as possible
C. keeping passengers informed of the services to be expected
D. training its inflight and ground crew
E. All of the above

by

28.

When marketers set their channel objectives, they need to take into account
___________.
A. the level of service desired by their target customers
B. the level of expertise that the middlemen have
C. whether they want to be near to or far from their competitors
D. All of the above
E. A and B only

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29.
A.
B.
C.
D.
E.

Market skimming is engaged when _____________________.

customers are price sensitive
theres potential competition
experience curve effects are likely to occur
everyone is engaging in this same strategy
companies want to hedge

30.

For market-penetration pricing to work, all of the following conditions exist EXCEPT
________.
A. a highly price sensitive market
B. production costs must fall as volume increases
C. the product must be price inelastic
D. low price must deter competition
E. you must be able to maintain the low price level

31.

The five major product mix pricing situations include all of the following
EXCEPT ________.
A. product line pricing
B. optional-product pricing
C. captive-product pricing
D. unbundled product pricing
E. none of the above

32.

When Mark E Ting Convenience Store prices Nescafe below the price of several
similar items in the store hoping that customers will buy the other items at normal
markups, it is using ________ pricing.
A. promotional
B. list price
C. loss leader
D. psychological
E. image pricing

33.

Two of the concerns that a producer of goods would face with a greater number of
channel levels are ________ and greater channel complexity.
A. less profit
B. less control
C. more potential ideas
D. higher taxes
E. All of the above

34.

The benefits of a multichannel distribution system include all of the following

EXCEPT ________.
A. expanded sales
B. expanded market coverage
C. selling at a higher gross margin
D. gaining opportunities to tailor products and services to needs of diverse segments
E. A and C only

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35.

The ________ method is simple to use and helps management think about the
relationships among promotion spending, selling price, and profit per unit. It wrongly
views sales as the cause of promotion rather than the result.
A. percentage-of-sales
B. affordable
C. competitive-parity
D. objective-and-task
E. regression

36.

If the ________ is effective, consumers will then demand the product from channel
members, who will in turn demand it from producers.
A. pull strategy
B. push strategy
C. direct marketing
D. word-of-mouth influence
E. publicity

37.

________ becomes more important as competition increases. The companys

objective is to build selective demand.
A. Persuasive advertising
B. Informative advertising
C. Point-of-Purchase (POP promotion advertising
D. Patronage advertising
E. Reminder-oriented advertising

38.

A brands advertising budget often depends on its stage in the product life cycle.
Mature brands usually require ________ budget as a ratio to sales promotion.
A. larger
B. lower
C. more television
D. less television
E. unchanged

39.

________ impact(s) the amount of advertising needed because building the market or
taking from competitors requires larger advertising spending than does simply
maintaining current business.
A. Product life cycle
B. Market share
C. Undifferentiated brands
D. Mature brands
E. A and B only

40.

Those who favor a pulsing schedule for ads feel that it can be used to achieve the
same ________ as a steady schedule but at ________.
A. continuity; a similar cost per thousand
B. impact; a much lower cost
C. impact; a similar cost per thousand
D. sequence; a much lower cost
E. None of the above

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